Brand Tone

Sincere, Ethical, and Passionate

Brand Values

• •Ethical Sourcing & Fair Compensation: Ensuring farmers receive fair prices, often above Fair Trade standards, through direct trade relationships.
• •Social Responsibility & Impact: Actively working to improve the livelihoods of Northern Thai hill tribes through economic opportunity, healthcare, education, and clean water projects.
• •Quality & Craftsmanship: Dedication to providing high-quality, specialty-grade, freshly roasted coffee with unique flavor profiles.
• •Sustainability: Promoting environmentally conscious farming practices like shade-grown coffee and avoiding pesticides and fertilizers.
• •Transparency & Education: Openly sharing their sourcing practices, the story behind their coffee, and educating consumers about coffee.
• •Community & Partnership: Valuing relationships with farmers, customers, and local businesses.

Best Practices

• •Lead with Purpose: Always connect the product (coffee) back to the core mission of supporting Thai hill tribes and ethical practices. Let the "why" shine through.
• •Use Authentic & Empathetic Language: Avoid overly corporate or marketing jargon. Speak from the heart, using sincere, direct, and relatable language that reflects genuine care for both the coffee and the communities.
• •Highlight Farmer Partnerships: Emphasize the "direct trade" aspect and the relationships with the farmers. Tell their stories (respectfully and with permission) to build a human connection.
• •Be Transparent & Educational: Clearly explain sourcing methods, the impact of purchases, and what makes the coffee special (e.g., Thai origin, processing methods). This builds trust and reinforces ethical values.
• •Focus on Quality and Impact Equally: While the social mission is central, don't neglect to emphasize the premium quality, freshness, and unique taste of the coffee. The message should be that you get exceptional coffee *and* contribute to a great cause.

Social Perception

Lanna Coffee Co. is perceived positively as a company that not only delivers high-quality coffee but also has a genuine and impactful social mission.

Copy Examples

• •Headline: More Than a Morning Ritual. It's a Movement. Body: Every cup of Lanna Coffee does more than awaken your senses. It empowers communities in Northern Thailand, funding clean water and brighter futures with every ethically sourced bean. Taste the difference. Make a difference.
• •Headline: From Our Hands to Yours: Coffee With a Conscience. Body: We journey to the highlands of Thailand, partnering directly with hill tribe farmers to bring you exceptional coffee. No middlemen, just fair prices and freshly roasted beans, brimming with unique flavors and the story of the hands that cultivated them.
• •Headline: Sip Sustainably. Support Directly. Body: Our commitment goes beyond the rich aroma and smooth taste. Lanna Coffee is shade-grown, pesticide-free, and always direct trade. Because we believe great coffee should be good for you, good for the farmers, and good for the earth.
• •Headline: Discover the Hidden Gem of Thai Coffee. Body: Explore the distinctive notes of Northern Thailand in every Lanna Coffee blend. We’re passionate about sharing these specialty-grade beans, roasted weekly in Fresno, to bring a world of flavor and positive change right to your door.
• •Headline: Your Daily Brew Can Change Lives. Body: It's simple. You enjoy a premium coffee experience, and together, we support vital projects in Thai villages—from education to healthcare. Join the Lanna Coffee family and become part of a story that tastes good and does good.